Sound is the Key to Our Emotional Centre
Audio marketing creates a growth in brand value and generates higher sales. As the gap between (emotional and engaging) advertising and a purchase is becoming shorter. That’s why auditive communication boosts sales figures in the highly competitive environment of today.
The multisensory media and marketing culture is taking over the plain optical. This means that brands are experienced through all the senses. People can not only see but feel, hear, smell and taste different brands. This development is happening because the senses are the opening to our deep life experiences and to our feelings. It’s very powerful yet indistinguishable by many. That’s why it’s also the right time to get along with the multisensory branding.
Watch here how Audio developed their own whole soundscape.
Get recognised and remembered from the information overload
Emotionally engaging products and services are more easily recognised and remembered. Not so surprisingly, emotional factors are gaining more significance in advertising activities. Challenges such as information overload, increased competition and the low recognisable differences between different brands makes multisensory branding a clear asset for any given company.
This extra emotional value makes brands, products and goods attractive, familiar, and immediate. It causes voluntary, positive, long-term commitment by people to brands. It creates yearning and causes a good feeling as soon as the desire is fulfilled.
As an example, traditional entertainment industry has used emotionally engaging branding from the beginning very successfully. Economically successful productions are based on the fulfilment of the basic human principles of feelings and aspirations.
The economically successful campaigns all target triggers for human emotions including stories, images and colours, feel, smell, as well as voices, sounds, noises, and music. Learn more about the science behind these discoverings.
Source: Stephan Vincent Noelke: The Keyboard of Auditory Communication in the ABA Audio Branding Academy Yearbook 2009/2010. Nomos.